Why Holding Feels Right - Understanding the Psychology underlying this

Understanding the subtle but strong psychological impediments against selling

At a most obvious level, making profit represents pleasure, while suffering a loss equates to feeling pain.

Let us attempt to understand the deeper layer of forces that dispose us to certain attitudes and behaviours springing from our subconscious pain-avoidance and comfort-seeking tendencies.

When we own a particular stock, inaction (holding) keeps us in or certainly closer to a place of comfort than does taking action to change our circumstances (selling).  Holding onto a friend keeps us close to our past, to memories and feelings we cherish.  Many continue to hold stock in companies whose fortunes peaked years or even decades ago.  Logic alone cannot seem to explain why they resist selling despite obviously dim prospects for recovery or gain. 

• Maybe grandfather worked for the company, or we reside in a town where it supported many families or sponsored the softball team. 
• Perhaps ages ago we made a profit, or at least had a good paper profit for a while in this stock. 
• Or our parents always spoke well of the company or
• confided they had made a decent sum in its shares at one time. 

Thus, nostalgic positive feelings surround it and we find it very difficult to end our association.

Our positive associations with a particular stock create a bonded feeling. 

• We have made a good profit on an overall basis and while the annualised return may be unspectacular, a gain is surely better than a loss and the total dollar or point profit feels pleasant.  So this stock is our friend. 
• Held for a number of years now, it has been virtually adopted as a family member.  Thus, our primary inclination is to not severe such ties by terminating this comfortable relationship. 

Why end this thing, we think at an unconscious and perhaps also at a conscious level.  Living with, rather than without, that stock represents staying in a comfort zone.

Even though the company's fortunes may now have faltered, choosing to sell its stock represents adopting a 180-degree opposite stance.  Issuing that order to liquidate means that we once thought was correct now is no longer so in our minds. 

• This company is no longer under priced, or its prospects or management quality are not what we earlier imagined or expected. 
• Or perhaps we have given up on its price/earnings ratio growing as we had earlier envisioned.

To say sell means that either

• what we once thought was right is no longer so and/or
• that maybe we have already been on the wrong side of the market for some time and are now admitting a change in opinion is warranted. 

Either way, selling represents admitting we now believe what we earlier thought is no longer true.  Most of us have great difficulty acknowledging that we were wrong. 

If you place a very strong value on reputation or esteem in life, the reversal of position inherent in selling is likely to be an especially difficult battle zone for your ego and your comfort.  This can be a special problem for professionals such as doctors, attorneys, and others looked up to.  Reversing a position is made even more difficult if we have publicly or strongly espoused it.  This is a very important reason for keeping our investment holdings secret:  reversing ourselves and selling then at least involves no loss of face with others who knew our prior opinion.